AIGA Publications and Design Press

The Open Brand: When Push Comes to Pull in a Web-Made World

	Kelly Mooney and Nita Rollins, PhD, Published March 4, 2008 Many of the best brands today are of geek pedigree, powered by the technologies, traits and trends of the ascendant digital channel. Amidst the decline of mass marketing, push marketing tactics have been superceded by new forms of influence. These include the creating, sharing and influencing behaviors of an online population no longer content merely to consume, and the potent pairing of digital notoriety and network effects, which has given rise to the icitizenry. From these sociocultural forces emerges a radical business imperative: to open up to consumer involvement in a brand’s messages and offerings.
“The open brand is an avid advocate of consumer participation—leveraging the power of communities and networks, and enabling the consumer to influence the brand and co-create its future.”
	About Kelly Mooney Kelly Mooney has been a consumer-centric marketing innovator for 20 years and is the president of Resource Interactive. She co-authored The Ten Demandments: Rules to Live by in the Age of the Demanding Consumer, one of the first marketing books to showcase the consumer’s perspective. A popular blogger, frequent keynote speaker and expert commentator, her perspectives have been covered by media outlets including the Wall Street Journal, BusinessWeek, Fortune, Fast Company, USA Today, Time Digital, People, CNN, CNBC, CNET, CBS’s The Early Show, Nikkei Business (Japan), Vente a Distance (France), and Capital (Dubai). Read her blog at mooneythinks.com.
	About Nita Rollins Nita Rollins, PhD, is a multidisciplinary thinker and innovation consultant in the Resource Interactive R&D Lab. She is the author of Cinaesthetics: The Beautiful, the Ugly, the Sublime and the Kitsch in Post-Metaphysical Film (2008) and articles for Design Management Journal, New Design (UK), Innovation: The IDSA Quarterly, Internet Retailer, Cinema Journal and Wide Angle. She earned her PhD in Critical Studies from UCLA’s Department of Theater, Film & TV, and has served as Research Fellow at the University of California Humanities Research Institute and the University of Paris III.

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by Lauri Flaquer Mon Oct 06, 2008

This book looks like a must have for anyone involved with marketing, branding and graphic design. I see social network marketing as the vast unchartered territory of the future. My immediate goal is to understand it much better than I do now. I can't wait to get my copy of this book.

Thanks AIGA for the offer,

Lauri Flaquer
Saltar Solutions

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